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What Makes People Upgrade Products? Thinking About Self-Improvement

Self-improvement

What Makes People Upgrade Products? Thinking About Self-Improvement

Harvard Business Review - Sokiente W. Dagogo-Jack and Mark R. Forehand

From upgrading mobile phones to trading in cars, consumers often face the decision of whether to buy new versions of products they already own. As marketers know, product improvement is a key driver of consumers’ decision to upgrade—the greater the improvement between the previous and new iPhone, …

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